How to Launch a Photography Business

Lesson 38/87 - Grass Roots Marketing


How to Launch a Photography Business


Lesson Info

Grass Roots Marketing

This segment is all about network marketing. It's all about the team that you're going to be building around you. Now Kenna has been amazing and lovely and introducing us and telling everybody what Justin, Chris, and I have created and I want to set the tone right here and say I super appreciate all of that while saying that this was where we are here today entirely 100% a team effort. Not only from my business partners but also from the entire team at Lin and Jirsa. I know that most of you probably are not looking to create a 30 or 40 person team but I do want to get this one point across that you essentially are going to create that team whether or not they're in your company you're going to have a team of people around you that are going to support you that's the only way your business is going to get off the ground. It's the only way you're going to have a reason to get up in the mornings on the days that it's just really brutal. It might not have anything to do with business and I...

have days like that, I have a year like that where my team at Lin and Jirsa was literally the entire reason why I was going and getting up out of bed each morning. This is an important thing to understand for someone that's going to have a partnership, but it's more important to understand for those of you that are going to lone wolf this process. If you're going out as a sole proprietor you're going to run your own business, you need this. This is your network, these are the people around you that's going to be composed of your photographer friends, it's going to be composed of your client friends, it's going to be composed of all the people that you currently have as friends and family and everybody that is going to lift you up through the process, does that make sense? And in those down moments go to them. Go to your photographer friends and those groups, that is the best time to go to those groups is to say I'm having a rough time right now, tell me something what do I need to do, help me. Call up your buddy. I'm going to tell you what benefits you're going to get from that. So we're jumping into now where our roadmap focus is on network marketing and the creation of content, so we are not only network, we're joining in the groups, we're networking, we're in person, online, all that kind of stuff, we're going to (mumbles) our family, for artistic development. This is that piece, it's also going to be, so this is all networking, it's also going to be starting the network and then creating that bit of first content which we're going to get heavy into in weeks nine through 12. We're just going to start the topic now. Grassroots marketing. In your early years, you're going to be bootstrapping it your capital is going to be at a minimum. We're not going to have a ton of money, I'm hoping that you guys have your war chest, 30, 40, $50,000 that you can rely on for the next 12 months 18 months to get your business going, but either way you need to watch every dollar that you're spending. In the meanwhile, time is going to be your most abundant resource at least I'm hoping, 'cause if you don't have cash you better have time, one of those things you need to have. Time is where we're going to make up all of what we don't have on the capital side right now. Then in the later years this could be six months down the road it could be 12 months down the road, I want you to think about buying back your time and some of your life from the business. Because this is a mentality that you're going to run into that's difficult to accept. You're business owners and you're now doing $150, in revenue but student management is becoming a really difficult thing. I'm sure a lot of you are towards this position right now. You guys that are online, you're in that 80 to $150, income range and to get somebody into the studio full time part time you're looking at 25 to $50,000 a year and you're like man that's a lot of money. That's going to be tough for me to spend just to get somebody to help me manage this process. So let me give you something that'll help you in getting through that mindset. One, they don't cost $25,000 a year. They cost $2500 a month. Does that make sense? We think of it in yearly amounts because that's what their salary is but in reality it's a monthly amount which means that if immediately they are not giving you a return making your life better buying back your time within one month you can let them go and be back to whatever it is that you're doing. Does that help in thinking about that risk of hiring somebody on? It's a $2500 risk it's not a $25000 risk. So think in that sense. Also think in the sense of buying back your time because right now while your time might be abundant, down the road it won't be and you're going to want to spend time with your family, more importantly, not more importantly than your family, but inside of the business more important than doing the post-production everything there, you need to be getting more business, that's where your time needs to be is in acquiring clients and doing things that you need on that side. So buy back some of that time. Memorize this, this is your four-prong grass roots marketing plan and guess what, this is the division of time that I want you guys to have because every one of you is going to use what to track your time? Toggle, you're all going to toggle your time. And we're going to use what to manage our work intervals? (mumbles) just focus or any that you choose. In terms of that toggling time in your efforts in marketing, this is where that time should go. If you're going to spend ten hours in marketing four hours should be in learning SEO and content marketing and writing, four hours should be in the networking side, wedding industry, friends, family, photographers, online groups, styled shoots, collaborators, photographers is a smaller one in that group. One hour of your time on social media, posting everything. One hour of your time in listing and directories posting. The unfortunate truth right now is if you were to toggle your time you probably are somewhere around nine hours in all of this, and about one divided between the three of the other ones. I know it's true because it was true for me, it was like everybody wants to know the magic bullet on social media to get more clients, here's the magic bullet get off of social media. That's not the route, Instagram is decent, Pinterest is amazing, unfortunately you guys are all on Facebook. It's just not the place to be. We'll talk about how to spend your time, how to make this time effective as opposed to draining 'cause it is necessary it's just how many courses are there that talk about Instagram success and Instagram your way to this and Facebook market your way to success and Facebook based on SEO Mods which we'll talk about, this is a major online leads acquisition based company, states that Facebook is no longer a place to acquire new customers. It's a place to connect with people in your industry. It's a place to connect with your friends. Even Mark Zuckerberg himself said he wants Facebook to be not about businesses, you've seen him destroy the algorithms and how it's affected businesses in reach and effect that means your time needs to be diverted. That's your first year, beyond your first year once you're up and running I want you to increase the social media involvement just a little bit. We're going to go from one hour to two hours a week that kind of adjustment. We're going to spend still most of our time in SEO and content, the other side of our time in networking. And 5% of our time in listing and directories. Listing and directories is simple because you post it once a day even if you did it daily, you put up a post in five ten minutes and you're done you don't bother with it again. Directors do the same thing, once you finish your listing in your directory, you don't touch it again. Is this making a bit of sense? Yes. What is CEO I forgot. SEO CEO and content. SEO is search engine optimization. It's a broad topic that we're going to talk about, it's building marketing assets not buying marketing time if that makes sense. It's more so building and we're going to discuss a huge part of this class is going to be on SEO.

Class Description

The content and opinions expressed in this course are for informational purposes only and not for the purpose of providing legal advice. You should contact your attorney to obtain advice with respect to any particular issue or problem

Build a business and get people to spend money on your photography. Award-winning photographer and co-founder of Lin and Jirsa Photography Pye Jirsa will walk you through the first 12 weeks of building your business. With his relatable and actionable teaching style, he’ll explain how to define your product as a photographer and determine where it fits into a consumer mindset. You’ll learn the steps to creating a brand, pricing yourself confidently, sales techniques, and basic marketing practices. This class covers everything you’ll need if you’re considering photography as a job, including:

  • Where to position yourself in the market
  • Branding your business to attract your ideal client
  • Pricing and basic financing
  • Creating a business plan
  • Setting up a portfolio
  • How to get your first customer in the door
  • Getting leads on new clients
  • Understanding sales
  • The psychology of a buyer

Pye has built multiple successful businesses from the ground up and this course includes your 12 week road map to launching your business.


1Class Introduction 2Common Myths & Unknown Truths 3The Road Ahead 4Find Your Passion 5The Lin & Jirsa Journey 6Part-time, Full-time, Employed, Partners? 7Stop Wasting Time & Money 8Your 12 Week Roadmap 9Great Plans Still Fail 10Strategy Vs. Planning 11Mind Mapping 12Select a Focus 13Competitor Research 14S.W.O.T. Analysis 15Strategy & Long Term Goals 16Values, Vision & Mission 17Effectively Managing Your Time 18Artistic Development 19Create Your Plan 20What's Your Product 21Luxury vs Consumer Products & Experiences 22Quick Break for Econ 101 23Your Target Market & Brand Message 24What's in a Name 25Your Client 'Why' 26Crafting the Why Experience 27Document the Client Experience 28Business Administration Basics 29Book Keeping Management 30Create the Logo & Branding 31Portfolio Design 32Design Your Services & Packages 33Pricing Fears & Myths 34Three Pricing Methods 35Package Pricing Psychology & Design 36Psychology of Numbers 37Pricing Q&A 38Grass Roots Marketing 39The Empty Party 40Friends & Family Test Shoots 41Join Groups 42Second Shooting Etiquette 43The Listing & Classified Hustle 44Make Instagram Simple 45Your Automated Pinterest Plan 46Facebook Because You Must 47Giveaway & Styled Shoots 48Content Marketing & SEO 49The Monster: SEO 50Selecting Your Keywords 51Testing Your Keywords 52Grouping Main & Niche Goals 53Your Content Road Map 54Content Marketing Q&A 55Inspiration to Keep Working 56How to Craft Your Content 57Internal Linking Basics 58Back Link Building Basics 59Link Value Factos 60Measuring Link Value 61Link Building Strategy & Plan 62Link Building Plan: Vendors & Guest Writing 63Link Building Plan: Features, Directories, Comments 64Link Building: Shortcuts & One Simple Tool 65What is Sales? Show Me! 66Your First Massive Failure 67The Sales Process 68Your Second Massive Failure 69Understand Buyer Psychology 70Step 0: Building Rapport & Trust 71Step 1: Identify Need or Want 72Cognitive Dissonance 73Steps 2 & 3: Value Proposition & The Solution 74Step 4 : Close, Make the Ask 75Step 5: Follow Up & Resolve Concerns 76Family Photography Hot Seat 77Business Example Hot Seat 78Boudoir Photography Hot Seat 79The Best Sales Person 80Your Mindset, Vibrations & Frequency 81Always Positive, Always Affirming 82The Second Money & Dual Process 83Chumming the Price Waters 84Creating Want or Scarcity 85Timeless Advice on Being Likable 86Selling Over The Phone 87Forbidden Words in Sales


Angela Sanchez

This class has been an eye opener for me; a point of change in my vision as photographer. Pye is and AMAZING, INSPIRING, GENEROUS instructor, with an, authentic desire to help people and to share with them the best of his knowledge. I will not have enough words to say thanks to Pye Jirsa, as a teacher and as a human being, and thanks to Creative Live who allows us to benefit from the experience of such a knowledgeable, educated, well-versed photographer and instructor. 1000% recommended!

Yenith LianTy

Been following this guy forever. Pye Jirsa may be well known in the wedding & portrait photography world and if there is something that this guy knows it is how to create a business, a sustainable one. The workbook he provided is comprehensive, and I honestly wish I had this when I first started out as a photographer! I love that he talks about his failures, keeping it real and honest for anyone starting out. He is definitely one of the best instructors around, super humble, down to earth and with a sense of humor to boot. The course is worth it! THE WORKBOOK is AMAZING! SUPER DETAILED!

Tai Hsin

I saw the live broadcast and it was amazing. Pye is one of the best instructors and inspirational photographers.. there are two type of ppl.. one who has the knowledge and doesn’t know to teach another who has the knowledge and knows how to get it through.... I still didn’t purchase this as I am saving for my daughters entrance fee for collage... :) Anyways he’s one of the best instructors and a good friend.... very humble and always cracks jokes.... Keep inspiring and keep teaching.... my blessings are always with you pye.